Kara Prosser

Global Director, Isobar Good

The Dentsu Creative Academy is a platform offering learning modules and creative inspiration for all Dentsu Aegis Network creative employees. Interviews are featured to promote new modules as they are launched on the platform, to get know our people, and to connect our colleagues around the world. 

This month’s interview features Global Director, Kara Prosser. Kara has curated the Isobar Good module and responded to the below interview on the topic.  

First up, what is Isobar Good and how did it come about? 

 Isobar Good is our global initiative dedicated to social impact. Our ambition is to create a better and more sustainable world for everyone. We help brands integrate social impact into their business and help Not-for-Profit (NFP) organisations do even more ‘good’ through experience led transformation. Isobar Good has grown organically over the past 3 years from Isobar Australia, where we had a passion to focus on work that had a greater purpose and drive innovation for good.

How can our clients benefit from Isobar Good? 

Social impact and purpose are more important to our clients than ever before – especially as consumers look to businesses to take a stand on world crisis in a meaningful and relevant way. Isobar Good helps our clients drive significant positive social, community and environmental change in line with their brand and business. Aligning to the UN’s Sustainable Development Goals, we offer a methodology beyond CSR through experience led transformation benefiting shareholders, employees, customers and society.  

What has been the most fulfilling Isobar Good project or experience to date? 

We have worked on some incredible projects spanning malaria, climate change, indigenous rights, and sustainable supply chains, but a project really close to my heart is improving the experience of women and children fleeing family violence. We co-created with women, children and staff a strategic roadmap of 30 initiatives for a shelter. These varied from a social enterprise to help women get back on their feet – to a handbook for volunteers, with the most successful ideas receiving millions in funding to bring to life. Domestic violence is a huge issue faced by women and families around the world and there is so much stigma we need to break down. 

What advice do you have for brands looking to begin or grow their ‘purpose’ journey? 

Brands have so much appetite to do good, especially after the global health and economic challenges we’ve seen this year. Businesses need to prioritise their purpose journey and make it part of their customer experience and transformation strategies. Integrating this takes focus, leadership, and creativity from all areas of the business. 

How might colleagues become more involved in Isobar Good; or more involved in their brand’s social impact and sustainability efforts? 

The best way to get involved with Isobar Good is to have an idea about social impact that is relevant to a new or existing client. This could be anything from a campaign to connect with their customers, more efficient ways of operating, or new products and services that have a positive impact on the world. We have a huge amount of resources to help inspire and guide you on this process available on Microsoft teams and the ‘Introduction to Isobar Good’ module on the Dentsu Creative Academy.